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SEIU Healthcare.

SEIU Local 1 Canada was undertaking an ambitious transformation involving almost every part of the union. SEIU’s leadership team understood that a rebrand could play a crucial role in advancing those changes, both externally and internally.

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All of SEIU Local 1’s members work in healthcare – they’re nurses, personal support workers, housekeepers, social workers, maintenance workers, and other healthcare staff. They became the heart of the rebrand.

As a name, SEIU Local 1 had limited resonance or recognition outside the union environment. We advised a name change to SEIU Healthcare, which not only conveys who the members are but also aligns with the union’s strategic priority of driving progressive change in the healthcare sector. Along with the new name we developed a public-facing position for the union – The Heart of Healthcare. In its purest form, the new position reduces to a single word, which tells something important and true about the members’ hands-on work and their attitude.

Because an internal culture shift was an important part of the project, the first appearance of the new brand was in a soft launch to SEIU staff. We previewed the brand’s look and feel and presented the rationale behind the change.

The strongest brands are authentic.

The brand launched externally through a custom website and a multimedia ad campaign that paid tribute to SEIU’s members and their valuable roles in Ontario’s healthcare system.